This report has been written as an informative, educational unbiased guide to the creative industries, to gain knowledge and understanding of the current state of play. More specifically I will be focusing on the advertising industry, as it plays a great role in today’s creative industries. Throughout this report I hope to achieve a greater awareness of the current trends by researching different techniques and methods of advertising and seeing which ones are currently being used. I will also be looking at the technological advances that advertising has seen during the last five years, and focusing on describing them accurately.
What are the creative industries?
The creative industries are a broad range of activities which can be measured by their socio-economic capability, each of which trade with not just knowledge and information, but mainly creativity. These industries include website design, film, photography, advertising or anything else that evolves ingenuity with creative assets.
What makes these similar is that they all gain their revenues by commercialising expressive values in the form of intellectual property. This means essentially that it is of economic value, due to the merging of art, business, culture and technology.
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There are many different forms of advertising; including direct mail, television, radio, newspapers, internet, magazines and billboards alongside many others. In 2012 the expenditure for advertising totalled up to £13.5 billion pounds, and the two highest spending advertisers were British Sky and Broadcasting Ltd. There is on average 153k advertising and research jobs in the UK, and the leading advertising agencies are Abbott Mead Vickers BBDO and McCann Erickson. Advertising as a whole contributes to at least one hundred billion pounds to the UK GDP (Gross Domestic